Page 216 - Corporate Communication

Cornelissen-Index.qxd 10/9/2004 9:06 AM Page 204

204 Index

partnership promotion, 192 public affairs, 194
people, CSR toward, 65 Public Affairs Council, 133, 137
perception, 192 public information, 35, 194
personal selling, 192 public relations, 194
persuasion, 192 distinct from marketing, 38
petroleum industry, 49–52, 79, 111, 114 historical models of, 35
Pfeffer, J., 135 integration with marketing, 36, 38, 41–6
Philips, 144 marketing complementary to, 38–41
Pincus, J.D., 163, 167–8, 181 professional development of, 35–7
pitch, 192 use of term, 17, 48
planet, CSR toward, 65 Public Relations Society of America
Platt, L., 61 (PRSA), 168, 169
PLC (product life cycle), 192 public sector organizations, 141–2
Polaroid, 78 publicity, 194
political choice theory, 147–8 publicly syndicated rankings, 80, 81–3, 84,
Porras, J.I., 71 85, 87, 194
Porter’s five forces, 106–7, 192 public(s)
portfolio, 193 concept of, 24, 26, 38, 194
POS (point of sale), 192 press agentry approach to, 34
positioning, 193 pull strategy, 194
Post, J.E., 133 push strategy, 194
power, of stakeholders, 107, 108
power-control theory, 148, 149, 150, 193 Q-sort, 86, 194
practice, intersection with theory, 11–16, 169–70 qualitative research, 86–7, 194
practice perspectives, 16, 19–20 quantitative research, 86, 87, 194
practitioner orientation, 12
practitioner role, 193 Rao, H., 136
practitioners see communications practitioners Rayfield, B., 163
Prahalad, C.K., 110–11 reach, 194
press agentry, 34, 35, 193 recall, 195
press agents, 34 receiver, 195
press kits, 193 recruitment, 143
press releases, 193 reflective practitioners, 15, 170, 195
primary stakeholders, 62 repertory grid, 86, 195
problem-solving process facilitators, 119, 120, reporting relationships, 128, 131, 132, 136–8, 195
159, 193 reputation see corporate reputation
procedures see communications guidelines Reputation Institute, 13
process documentation, 144, 193 reputation management, 15
process effects, 115, 193 Reputation Quotient, 80, 82,87
production orientation, 37, 193 research skills, 162
profession, 193 resource dependence, 135, 149–50, 195
communications management as, 164–7 return on investment (ROI), 195
professional associations, 166, 168–9, 193 rhetorical analysis, 17
professional development Rindova,V.P., 79–80
of communications practitioners, 20, 163–4, Rogers, D., 117
167–71, 178, 179–80 roles
of marketing, 37–8 predominant role types, 119–21, 158–60
of public relations, 36–7 strategic importance of, 160–4
professional service organizations, 142 Royal Dutch Shell, 49–50, 79, 111, 114
professional standards, 168–9, 193
profit, and CSR, 65 sales orientation, 37, 195
projective techniques, 76, 77, 194 sales promotion, 195
proposition, 193 sampling, 195
PRSA (Public Relations Society of America), Sara Lee/DE, 140–1
168, 169 Schrage, E.J., 66
psychographics, 194 Schultz, D.E., 127